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Posts Tagged ‘5WPR’

PR Veterans Weigh in on Apple Expose

apple-logo-pngPardon us for being all Apple today, readers, but it’s hard to look away when the world’s most influential company makes waves (especially since we had a revealing conversation with someone close to its international communications team yesterday).

Earlier this week we reviewed takeaways from the extensive 9t05Mac piece on the company’s comms operations, and today three industry influencers gave us their impressions.

Dan Lyons, journalist-turned marketing fellow at HubSpot and creator of The Secret Diary of Steve Jobs:

I think it was a great series. Very insightful. There is still more work to be done in exposing the collusion and coziness between Apple and certain bloggers and members of the mainstream media.

In fact, I have no problem with Apple being as manipulative as it possibly can. That is what PR is supposed to do, and Apple is very good at PR. The real culprits are the reporters and bloggers who play along.

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Public Relations

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Spin the Agencies of Record

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  • Haberman of Minneapolis has been chosen as AOR for Traditional Medicinals, an herbal tea-maker based in Sebastopol, California. Haberman, which will handle all brand communications, PR, media buying, social media and advertising for the company, was chosen for its familiarity with “mission-driven brands”; Brian Wachtler, president of Haberman, calls the company “an original herbal tea pioneer” (and no, before you ask, the teas do not contain that kind of herb).

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Spin the Agencies of Record

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Fifteen Minutes PR will be the agency of record for Project Shoe, a service that allows customers to quite literally design their own footwear (which will be delivered to their doors in 2-4 weeks).

We hope they do slip-ons.

The firm will also represent Nicole Curtis, star of the DIY Network/HGTV show “Rehab Addict”. The show focuses on Curtis’ efforts to renovate condemned houses–a process that will almost certainly ruin more than a few pairs of shoes…

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Spin the Agencies of Record

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The “modern storytellers” at Minneapolis, Minnesota’s Haberman just launched a campaign supporting their newest client, Schell’s Beer.

The campaign in question concerns “print, outdoor, radio and digital” materials emphasizing Schell’s status as the country’s second-oldest brewery and its German “craft” heritage.

The agency shared the creative on its site; while most of content is strictly advertising, the PR angle lies in positioning Schell’s as a longtime local and distinctly German brand. The messaging worked on us, though, because we just got incredibly thirsty. (Full disclosure: we love both beer and Fridays. It’s like we’re Irish or something.)

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Cyberattack Suit Against 5W’s Torossian Proceeds

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According to our hometown Daily News, the recent cyber-libel suit filed against 5WPR founder/HuffPo blogger Ronn Torossian—no stranger to news coverage or lawsuits—is “heating up in [New York State Supreme] court.”

(Love the “Ronn is being suedd” lede, BTW.)

New York businessman Dror Zoreff filed the $15 million suit in November, alleging that Torossian “posted false stories on a slew of message boards” calling him various names like fraud, “con artist” , et cetera. Here’s the development the News calls “scorching” via Zoreff attorney Richard G. Haddad:

“On Jan. 7, Torossian agreed in court to stop issuing false and defamatory statements about Mr. Zoreff and to immediately remove from the Internet all false statements.”

Looks like we’re headed for a jury trial. There’s a bit more…

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Spin the Agencies of Record

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Boston/New York/San Francisco-based SHIFT Communications will be the primary AOR for Whole Foods Market in Northern California.

SHIFT’s biggest role will be regional media engagement, but the firm will also manage community initiatives and events which we hope will include local beer tastings (because everybody loves those).

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The 5 Types of Media Members You Meet at Events

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And now for something completely different: an infographic!

This one comes to you courtesy of Bizzabo, which AOR 5WPR describes as “the leading mobile networking app for conferences” specializing in integrating social into the event planning/attendance process.

Click through for their take on the different types of media folks you meet at the average event:

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Spin the Agencies of Record

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“Man who invented the hamburger was smart; man who invented the cheeseburger was a genius.” – Matthew McConaughey 

Virginia-based beef patty franchise Elevation Burger has selected French/West/Vaughan as its PR AOR. Elevation burnishes the usual bread and meat equation with certified organic cred and a dedication to sustainability; FWV will plan an integrated marketing strategy as the business expands across the U.S. and overseas. We have great confidence in all related projects, because the classic sandwich with the German name has been selling itself to Americans for well over a century thanks largely to the fact that it is delicious.

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New York’s 5WPR added the National Law Enforcement & Firefighters Children’s Foundation to its client roster.

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Top PR Man Tied to Troubled Fundraiser

Staten Island State Representative Michael Grimm has a big PR problem on his hands—and it’s threatening to extend to some well-known faces within the industry itself.

The big news: On Friday, federal authorities arrested Israeli national Ofer Biton, who happens to be one of Grimm’s top fundraisers, and charged him with immigration fraud. The government has accused Biton of lying about his business ventures and extorting funds in an effort to win a permanent US visa–but this isn’t the first time he’s attracted suspicion.

Biton was a top aide to Upper East Side rabbi Yoshiyahu Yosef Pinto until 2010, and investigators “have been investigating the possibility” that he was responsible for the disappearance of up to $6 million originally belonging to members of Pinto’s yeshiva. Biton solicited a good deal of cash from this crowd in support of State Rep. Grimm, and the rabbi’s followers believe that he also pocketed millions of dollars meant to go to politicians and related charities. Biton has even been accused of leaking negative stories about Pinto to reporters and then using the bad press to blackmail him into hiring a professional representative.

The big PR name in this sundry tale is that of Ronn Torossian.

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5WPR Goes High Fashion, Scores Giutzy

Industry Updates: Top-25 firm 5WPR just signed the clothing-and-accessories retailer Giutzy as part of an ongoing effort to further expand its high fashion portfolio. For those who aren’t into women’s footwear, Giutzy is an “exclusive deals” retail site run on the same online coupon model as Ideeli and the flailing Groupon.

Of course, this move makes a lot of sense following the phenomenal success of Ideeli, which continues to raise serious funds long after its first-place finish in the 2011 Inc. 500.

Gituzy currently serves accessory obsessives who make up something of a niche market, but 5W plans to build buzz around their newest client with “celebrity and spokesperson integrations” and “co-branded partnerships.” Read more

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